Food 52 began in 2009 as an online hub for home cooks to build community, share recipes and discuss memorable moments cooking delicious meals. Led by established food writers Amanda Hesser (former New York Times food editor) and Merrill Stubbs, the site has gained significant traction since its launch.
At its core, Food52 created an aggregated platform for home cooks to find cooking tips, recipes and select products.
The site has evolved over time.
The most recent development is the launch of Provisions, which Hesser says "will be the first kitchen-and-home shop to offer the very best rolling pin along with a great peach pie recipe, or a handsome butter dish and a how-to on making your own butter. In other words, it's the shop of our dreams."
Provisions is similar to numerous e-commerce sites that are seeking to leverage a vibrant community, engaging content and e-commerce to source revenue. This is an interesting evolution for Food52. I like the model, especially the integration of Provisions into the sites content and platform.
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